05 February 2014

Rites of Passage

By Noor Samra, Sr. Account Planner (JWT, Gurgaon)

From
the ancient tribes who performed special dances to mark the beginning/ end of a
season, to the modern man, who throws a lavish feast essentially to announce to
the world that a marriage (union for life) between two people has taken place;
or goes through an elaborate bureaucratic process to declare that the marriage
is over...

Marking an occasion/ event in the form of Rites of Passage, is something we
humans have been doing for a long time!

Noor discusses the importance of Rites of Passage and
explores opportunities for brands to leverage this human reality and craft new products and
propositions around it.

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JWT is one of the oldest and most prestigious advertising agency brands in the world, and was the first to be associated with anthropology and the study of consumer behaviour. It’s also the first ad agency in the world to recognize and embrace the new reality that, with time at a premium, advertising needs to focus not on catching people’s attention, but on buying their time. www.jwt.com